DISCUSS A PROJECT
AESTHETIQ / POSITIONING
AesthetIQ is a boutique retail experience and visual intelligence consultancy helping brands transform physical spaces into commercially stronger, more relevant and memorable customer experiences.
We connect creative direction, customer behaviour and commercial strategy to identify opportunities and turn them into actionable retail solutions.
From individual flagships to multi-market retail networks, we work from diagnosis and strategy through concept development and implementation direction.
COMMERCIAL PROOF
+22%
FOOTFALL GROWTH*
+15%
SALES GROWTH*
€3M
BUDGETS MANAGED
€1M
ANNUAL SAVINGS
*Selected results achieved across previous senior leadership roles and retail transformation projects. Individual project outcomes vary..
WHAT WE DO
01
RETAIL INTELLIGENCE & STRATEGY
We identify what is working, what is not and where the commercial opportunities are. Retail Audits · Competitor Benchmarking · Customer Behaviour · Commercial Analysis · Zoning · Retail Performance Opportunities
02
VISUAL MERCHANDISING STRATEGY
We turn product presentation into a commercial and brand-building tool. VM Strategy · Product Presentation · Seasonal Concepts · Styling · Guidelines · Commercial Storytelling · VM Transformation
03
STORE DESIGN & CUSTOMER JOURNEY
We design retail experiences around how customers actually discover, navigate and shop. Store Concepts · Layouts · Customer Flow · Zoning · Furniture · Materials · New Openings · Flagships · Pop-ups
04
BRAND IMAGE & CREATIVE DIRECTION
We translate brand identity into memorable physical experiences. Windows · Retail Campaigns · Launches · Pop-ups · Art Direction · Brand Activations · Visual Consistency
05
RETAIL TRANSFORMATION & ADVISORY
Senior strategic expertise tailored to brands undergoing transformation, expansion or repositioning. Retail Transformation · Market Entry · Brand Repositioning · Expansion · Agency Direction · Strategic Advisory
SELECTED EXPERIENCE
Our experience spans the full spectrum of international retail — from high-volume global fashion and multi-market retail networks to luxury brands, flagship stores and premium destination environments.
01 / GALERIES LAFAYETTE — DUBAI
CUSTOMER JOURNEY · VISUAL MERCHANDISING · STORE IMAGE · COMMERCIAL STRATEGY · RETAIL EXPERIENCE
LED THE TRANSFORMATION OF STORE IMAGE, LAYOUT AND CUSTOMER JOURNEY WITHIN A LEADING LUXURY DEPARTMENT STORE, CONNECTING CREATIVE DIRECTION WITH COMMERCIAL STRATEGY AND MEASURABLE PERFORMANCE.
02 / KARL LAGERFELD — GLOBAL
GLOBAL VM · FLAGSHIP CONCEPTS · CUSTOMER EXPERIENCE · PRODUCT PRESENTATION · BRAND GUIDELINES · BRAND LAUNCHES
LED INTERNATIONAL VISUAL AND RETAIL EXPERIENCE STRATEGY ACROSS GLOBAL MARKETS, INCLUDING THE DEVELOPMENT OF A NEW FLAGSHIP STORE CONCEPT IN LONDON AND THE GLOBAL LAUNCH OF KARL LAGERFELD JEANS.
03 / THE BICESTER COLLECTION
04 / DESIGUAL
Store Concepts · Windows · VM · Campaigns · Furniture · Flagship Experience
TRANSLATED A DISTINCTIVE GLOBAL BRAND IDENTITY INTO PHYSICAL RETAIL THROUGH STORE CONCEPTS, FLAGSHIP EXPERIENCES, VISUAL MERCHANDISING, WINDOWS, CAMPAIGNS AND CUSTOM RETAIL ELEMENTS.
ENTRY SERVICE / AESTHETIQ
THE EXPERIENCE BEHIND AESTHETIQ
JOSÉ BOTELHO
FOUNDER & CREATIVE director - RETAIL EXPERIENCe & visual intelligence
José Botelho is an international retail experience, visual merchandising and brand image leader with 15+ years of experience transforming physical retail across global markets. His career spans senior leadership roles with Galeries Lafayette Dubai, Karl Lagerfeld, The Bicester Collection and Desigual, alongside extensive experience across fashion, premium and high-volume retail environments.
CREATIVE VISION × COMMERCIAL INTELLIGENCE × CUSTOMER BEHAVIOUR
15+ YEARS INTERNATIONAL EXPERIENCE
EXECUTIVE MBA
MASTER’S IN DESIGN & ART DIRECTION
UNIVERSITY LECTURER · SHIFTA BY ELISAVA
GLOBAL EXPERIENCE · EUROPE · MIDDLE EAST· ASIA · AMERICAS
CAREER EXPERIENCE
Galeries Lafayette · Karl Lagerfeld · The Bicester Collection · Desigual · Bestseller Group · Springfield / Tendam · H&M
LUXURY · PREMIUM · FASHION · GLOBAL RETAIL
From global brand direction to flagship stores, windows, pop-ups and large-scale retail transformation, José has connected creative direction with customer experience and commercial performance — turning retail strategy into physical experiences that drive measurable impact.
ONE STRATEGIC PARTNER. THE RIGHT EXPERTISE FOR EVERY PROJECT.
AesthetIQ brings together a curated international network of creative and technical specialists, selected around the specific needs of each project. Every engagement is strategically led by José Botelho, ensuring one clear vision from diagnosis and concept development through to final implementation.
INTERIOR DESIGN · CREATIVE & ART DIRECTION · VISUAL MERCHANDISING · WINDOW DESIGN · BRAND EXPERIENCES & EVENTS · FASHION STYLING · RETAIL ACTIVATIONS · 3D VISUALISATION · TECHNICAL DEVELOPMENT · PRODUCTION & INSTALLATION
HOW WE WORK
DISCOVER → DIAGNOSE → DESIGN → DELIVER
DISCOVER
Understand the business, customer, context and commercial ambition.
DIAGNOSE
Identify friction, missed opportunities and performance gaps.
DESIGN
Transform insight into creative, commercialy relevant solutions.
DELIVER